SUPER FRESH SPONSORS MATH EDUCATION GAME

RICHARD TURCSIK

FLORENCE, N.J. -- Sponsoring a local school-level math competition can add up to increased movement of Center Store products, Super Fresh Food Markets here has found.

Super Fresh sponsored the 24 Challenge Math Program, a math game, as part of its continuing effort to support children's education. As a sponsor, Super Fresh supplied 8,000 classrooms -- more than 200,000 students in greater Philadelphia -- with 24 Challenge Math Program materials.

The effort was part of Super Fresh's new Checkout My School program. Schools participating in the Checkout My School program compete for cash and prizes, including a $24,000 grand prize.

Super Fresh linked its sponsorship of the 10th Annual Delaware Valley/Southern New Jersey Super Fresh 24 Challenge Math Program to two dozen Center Store products, including Edy's ice cream, Skippy peanut butter, Chef Boyardi ravioli, Sunshine Cheez-It crackers, Kleenex tissues, Kool Aid Kool Burst drinks, Herr's potato chips, Purina Dog Chow and Popsicle all natural pops.

From March 22 through May 30, consumers who bought those and the other participating products received 24 Game Wheelies coins at the checkout. Each of the 16 available coins commemorates an important event in the history of the country. In the aisles the featured items were flagged with special 24 Game Wheelies shelf talkers.

The program was spelled out in detail in full-page newspaper ads, which urged "Parents, help your child collect Wheelies."

"What astonishes adults when they first see 200 young people participating in a 24 Challenge math competition is the quiet that hovers over the room. When medals and trophies are finally presented, everyone feels admiration for the focus, skill and determination displayed by these youngsters," the ad copy read.

"Super Fresh supports the 24 Challenge Math Program because we believe that investing in today's children will produce strong citizens and leaders of tomorrow."

Officials at Montvale, N.J.-based A&P, Super Fresh's parent, declined comment on the promotion.